|
|
Market Segmentation and Positioning Research
Course Outline and Schedule
|
|
----- First Day -----
|
|
08:30 AM - 08:45 AM Introduction of Participants
|
|
|
|
|
08:45 AM - 10:15 AM Session I
|
|
|
PLANNING AND DESIGNING SEGMENTATION PROJECTS: Philosophy and role of market segmentation; segmentation as a marketing strategy; clarifying segmentation objectives; writing questionnaires for segmentation research; MaxDiff scaling.
|
|
10:15 AM - 10:30 AM Coffee Break
|
|
|
|
|
10:30 AM - 12:15 PM Session II
|
|
|
QUANTITATIVE TECHNIQUES FOR IDENTIFYING SEGMENTS: Deriving segments from data; k-means cluster analysis; centering, standardizing, and weighting; factor analysis; software alternatives; hierarchical cluster analysis; latent class analysis.
|
|
12:15 PM - 01:30 PM Lunch Break
|
|
|
|
|
01:30 PM - 03:15 PM Session III
|
|
|
SELECTING, INTERPRETING, AND COMMUNICATING SEGMENTS AND SEGMENTATION RESULTS: Reading output and selecting solutions; case study illustrations; interpreting “indexing”; segmentation “work sessions”; profiling and naming segments.
|
|
03:15 PM - 03:30 PM Coffee Break
|
|
|
|
|
03:30 PM - 05:00 PM Session IV
|
|
|
TARGETING AND IDENTIFYING SEGMENTS: Criteria for prioritizing segments; identifying opportunities and barriers; predictive algorithms; discriminant function analysis; CHAID/CART; linking to databases
|
|
----- Second Day -----
|
|
08:30 AM - 10:15 AM Session V
|
|
|
SEGMENTATION WORKSHOP: Hands-on group exercise with real data; reading segmentation output; selecting a segmentation solution; developing segment portraits; developing an assignment algorithm.
|
|
10:15 AM - 10:30 AM Coffee Break
|
|
|
|
|
10:30 AM - 12:15 PM Session VI
|
|
|
MAKING SEGMENTATION MORE ACTIONABLE: Optimizing segmentation solutions; reclassification techniques; object-based segmentation; CHAID for deriving segments; a priori segmentation; demographic and hybrid segmentation.
|
|
12:15 PM - 01:30 PM Lunch Break
|
|
|
|
|
01:30 PM - 03:15 PM Session VII
|
|
|
ALTERNATIVE SEGMENTATION APPROACHES FOR SPECIAL SITUATIONS: Geodemographic and syndicated segmentation approaches; Prizm clusters; domain-specific segmentation; business-to-business segmentation; occasion-based segmentation.
|
|
03:15 PM - 03:30 PM Coffee Break
|
|
|
|
|
03:30 PM - 05:00 PM Session VIII
|
|
|
IMPLEMENTING SEGMENTATION RESEARCH: Taking marketing action on the basis of segmentation results; segmentation as the key to marketing strategy; segmentation applied to the 4 “P’s” of marketing; introduction to conjoint analysis and hierarchical Bayesian analysis; price elasticity and strategies for price segmentation; segmentation by place and site selection.
|
|
----- Third Day -----
|
|
08:30 AM - 10:30 AM Session IX
|
|
|
BRAND POSITIONING AND PERCEPTUAL MAPPING: Brand positioning; the brand positioning statement; measuring brand positioning through survey research; pictorial representations of brand positioning data; perceptual mapping techniques; multidimensional scaling; correspondence analysis; discriminant function maps; factor maps; mapping segments with brands.
|
|
10:30 AM - 10:45 AM Coffee Break
|
|
|
|
|
10:45 AM - 12:15 PM Session X
|
|
|
QUALITATIVE RESEARCH FOR BRAND POSITIONING: Research techniques to guide as well as measure brand positioning; white-boarding; repertory grids; ethnographic research; laddering; projective techniques; personification.
|
|
12:15 PM - 12:30 PM Concluding Remarks
|
|
|
|
|
|
|
What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Market Segmentation and Positioning Research" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
|
|
"Excellent (seminar) - highly related to my business, concise, easy to grasp, effective use of very appropriate real-life examples, stimulating and energizing, gained fresh perspective. Speaker - advanced knowledge and gifted at sharing. High quality, moved at brisk and stimulating pace ... Thorough, relevant, interesting, vital."
|
|
Marketing Research Consultant, Ciba-Geigy / Novartis
|
|
|
|
|
|
"The best seminar in marketing I've ever taken. Very timely. The content is absolutely excellent. Speaker - excellent, engaging. It's nice to have someone who can help us to understand ... Finally, a marketing seminar which is both in-depth and practical."
|
|
Director of Market Research, Faultless Starch/Bon Ami
|
|
|
|
|
|
"Very strong - vital information in today's "fragmented marketplace"! Speaker great! Holds attention, makes info relevant to seminar participants' businesses."
|
|
Category Research Manager, NutraSweet
|
|
|
|
|
|
"Great seminar! Case studies very relevant. Speaker great. Related our industries to case studies."
|
|
Market Analyst, Pontiac - General Motors
|
|
|
|
|
|
"Very impressed. I have never been disappointed with any Burke seminar I have attended. Very professionally done. Excellent examples for using data. Excellent presentation."
|
|
Marketing Research Consultant, Foremost Insurance Company
|
|
|
|
|
|
"Very good – helped me develop a framework for thinking about my problems (and) pursuing a plan of attack."
|
|
Usability Manager, Capital One
|
|
|
|
|
|
"Great. Good mix of cases from different industries and several segmentation options."
|
|
Product Planning Analyst, Panasonic
|
|
|
|
|
|
"Very informative – just what I needed! The Best training I’ve had in many years."
|
|
Market Research Manager, LaBatt USA
|
|
|
|
|
|
"Very good. Great information on purpose of segmentation as well as procedure and application. Very thorough."
|
|
Director, Research & Strategic Planning, United Methodist Publishing
|
|
|
|
|
|
"The seminar content was extremely relevant to my current needs. I was thrilled to see both ad hoc and a priori covered in this seminar. It provided a more complete picture in doing so."
|
|
Marketing Research & Analysis Specialist, Cook Medical
|
|
|
|
|
